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Transcript of The Influence of Mobile Marketing on Brand Equity
The Influence of Mobile Marketing on Brand Equity.
Is mobility on demand a good investment?
Stijn Driessen Bart van Leeuwen
Friday, 23 January 2009
The Influence of Mobile Marketing on Brand Equity
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The Influence of Mobile Marketing on Brand Equity.
Is mobility on demand a good investment?
The research question in this research is ‘Does the use of mobile Internet marketing have an
influence on the brand equity of an organisation?’ This research concludes that the usability
of a website influence the brand equity of a company. This was determined by Keller (1993),
Lassar et al (1995) and Resnick (2001). So to determine whether the use of mobile Internet
marketing has an influence on brand equity we researched if the usability of an adjusted
website for mobile Internet users was significantly better or not than a normal website. The
usability of a website can be measured by several points, according to Palmer (2002) and
Brackel (2008). We combined these two in our research to measure the usability of a website,
and consequently we used four criteria: Navigation, Response Time, Content and Lay-out. We
also hypothesised these four criteria were moderated by the type of cellular phone (classic
phone vs. modern phone). In order to measure these four components we have done an
experiment among 100 respondents between the age of 17 and 26, because this group has
more association with mobile Internet marketing. Each respondent was questioned several
statements about one type of website and one type of cellular phone. This, so the respondent
was not influenced with his opinion to make a difference between the type of website and the
type of cellular phone. Consequently the results of our research supported our hypothesis and
showed that all four components were influenced by the type of website. Also Navigation,
Response Time and Lay-out are moderated by the type of cellular phone. We therefore
recommend businesses to adjust their website for mobile Internet users.
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Table of contents
TABLE OF CONTENTS __________________________________________________________________ 3
1. INTRODUCTION______________________________________________________________________ 4
2. THEORETICAL FRAMEWORK ________________________________________________________ 5
2.1 DEFINITIONS ________________________________________________________________________ 6 2.1.1 Brand equity ____________________________________________________________________ 6 2.1.2 Usability _______________________________________________________________________ 7 2.1.3 Mobile marketing ________________________________________________________________ 7
2.2 HYPOTHESES ________________________________________________________________________ 9 2.2.1 Navigation _____________________________________________________________________ 9 2.2.2 Response Time __________________________________________________________________ 9 2.2.3 Content _______________________________________________________________________ 10 2.2.4 Lay-out _______________________________________________________________________ 10 2.2.5 Moderators ____________________________________________________________________ 11 2.2.6 Theoretical model_______________________________________________________________ 11
3. RESEARCH DESIGN _________________________________________________________________ 11
3.1 METHODOLOGY ____________________________________________________________________ 11 3.2 RELIABILITY AND VALIDITY ___________________________________________________________ 13 3.3 OPERATIONALIZATION _______________________________________________________________ 13
4. RESULTS ___________________________________________________________________________ 14
4.1 NAVIGATION _______________________________________________________________________ 15 4.2 RESPONSE TIME_____________________________________________________________________ 15 4.3 CONTENT__________________________________________________________________________ 16 4.4 LAY-OUT __________________________________________________________________________ 16
5. CONCLUSION _______________________________________________________________________ 17
6. DISCUSSION ________________________________________________________________________ 17
7. RECOMMENDATIONS _______________________________________________________________ 18
LITERATURE _________________________________________________________________________ 19
APPENDIXES __________________________________________________________________________ 21
APPENDIX A SURVEY ___________________________________________________________________ 21 APPENDIX B NAVIGATION _______________________________________________________________ 23
Type of website _____________________________________________________________________ 23 Type of cellular phone – Mobile website__________________________________________________ 25 Type of cellular phone – Normal website _________________________________________________ 27
APPENDIX C RESPONSE TIME _____________________________________________________________ 29 Type of website _____________________________________________________________________ 29 Type of Cellular phone – Mobile website _________________________________________________ 31 Type of Cellular phone – Normal website _________________________________________________ 32
APPENDIX D CONTENT __________________________________________________________________ 33 Type of website _____________________________________________________________________ 33 Type of cellular phone – Mobile website__________________________________________________ 34 Type of cellular phone – Normal website _________________________________________________ 35
APPENDIX E LAY-OUT __________________________________________________________________ 36 Type of website _____________________________________________________________________ 36 Type of cellular phone – Mobile website__________________________________________________ 38 Type of cellular phone – Normal website _________________________________________________ 40
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1. Introduction
Over the past few years many business activities have been adjusted by new technology. Ever
since the introduction of Internet, many businesses not only sought new ways to advertise, but
also to distribute their products over the Internet (Geyskens, Gielens, & Dekimpe, 2002). Not
only the Internet had a major impact on business activities, but also the introduction of the
cellular phone several decades ago. When the cellular phone was introduced the only way to
communicate was through voice communication. The revenues of voice communication are
no longer growing and therefore, telecom providers continuously work to introduce value-
added services: mobile services in addition to the traditional voice calls, often based on new
technologies. Asides from voicemail and text message as value-added mobile services, the
time now has come to promote the Internet as value-added mobile service. Especially now
that the technology on accessing the Internet through cellular phone has improved over the
past few years, adopting this value-added service seems inevitable (Prins, 2008; Brackel,
2008).
The figures of the Internet as value-added mobile service are increasing very rapidly in the
Netherlands. At this moment about 1,600,000 Dutch consumers are visiting websites on the
Internet with their telephones ones or more per month. The growth of active users is 30% to
40% a year. Already 75% of the Dutch consumers have a telephone that can access the mobile
Internet (Brackel, 2008).
Consequently companies now remain with the question whether they should adjust their
website for mobile Internet users: consumers that use a cellular phone to surf the Internet; or
stay with only the current version of the website. A site specially designed for mobile Internet
users is an addition on the normal Internet website. Whenever a mobile Internet user browses
to the website he will get redirected to the mobile version of the website. These two variants
run combined, only there is a slight difference in the mobile version of the website (Chae &
Kim, 2003).
In order to measure whether companies should adjust their website for mobile Internet users
or not, we measure brand equity. Keller (1993) defines Customer-based brand equity as the
differential effect of brand knowledge on consumer response to the marketing of the brand.
Three important concepts are included in the definition: “differential effect,” “brand
knowledge,” and “consumer response to marketing.” A normal Internet website can lead to
enhanced brand image, customer loyalty and provides an unobtrusive touch point for learning
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more about key customers. Already many successful on-line brands have used a combination
of Internet and traditional channels to build brand equity and customer loyalty. This is created
through a combination of strategic awareness, consumer perception, image distinction and
image consistency. Building brand equity can also be done by improving the usability of a
website (Resnick, 2001).
In this paper we will describe the influence on brand equity when using mobile Internet
marketing. We believe that adjusting a normal Internet website for mobile Internet users
improves the usability and therefore the brand equity. As other papers described the use of
mobile Internet marketing or how to build brand equity, we combine these two as a whole.
The use of mobile Internet has increased over the past few years since her introduction and
therefore there are not many research studies available. This research defines whether it is
wisely for a company to adjust their websites for mobile Internet users or not. These websites
run synchronised side by side with the normal website only we believe there are some
advantages for the usability for mobile Internet users. Currently it is not known if an adjusted
Internet website increases the usability and thereby the brand equity from a company. To
measure this we want to measure the usability of a mobile Internet website in order to
conclude that companies should have an adjusted Internet website aside from a normal
Internet website or not. We find that if a mobile Internet website improves the brand equity of
a company, companies should adjust their website for mobile Internet users.
In the next chapter we will discuss the theoretical framework of this paper and our research
design. Next we will discuss our research results on the hypotheses given in our theoretical
framework. Furthermore we will discuss our conclusions of this research and consequently
we will discuss our recommendations on the matter.
2. Theoretical Framework
In the last decade of the twentieth century mobile communications and the Internet were the
two major demand drivers for telecommunication services. Combined – mobile Internet –
would be one of the major demand drivers of the first decade of the twenty-first century
(Srivastava, Goodrick, Kelly, Reynolds, & Takada, 2002).
Lately already some gigantic players on the market have invested in mobile Internet websites.
It is not for no reason they decided to invest in mobile marketing. Giants like Sony Ericsson,
My Space, Yahoo, Middlesex University etcetera have already adjusted their websites for
mobile Internet users. They claim it is value-adding to their company. Especially now that the
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demand takes place anywhere at anytime with a cellular phone (Farber, 2008; Goldie, 2006;
Jaquith, 2008).
We believe an adjusted Internet website for mobile Internet users increases the usability, and
thereby the brand equity of a company. Thus, our research question is: Does the use of mobile
Internet marketing have an influence on the brand equity of an organisation? In order to
research this we have studied many relevant and previous studies and made several
hypotheses which form the base of our research.
2.1 Definitions
2.1.1 Brand equity
Brand equity is already studied from various perspectives. Because of the variance of studies
there are also a lot of definitions about what brand equity really is (Krishnan & Hartline,
2001). The definition that is the best in our perspective is the one that Keller (1993) defines.
He defines brand equity as the deferential effect of brand knowledge on consumer response to
the marketing of the brand. Brand knowledge is the most important concept in the definition
of brand equity for our study.
Customer-based brand equity occurs when the consumer is familiar with the brand and holds
some favourable, strong and unique brand association in memorising. A consumer forms
brand knowledge by storing nodes in his or her memory. Nodes are stored information that
are connected by links that vary in strength. These stored nodes are triggered and linked
together when the consumer takes up information from his or her environment. The more
nodes that are triggered determine the extent of retrieval in memory. Thus, the more nodes a
consumer has on a certain brand, the more brand knowledge the consumer has. This is
relevant to our study, because it states whenever a consumer has a good experience with a
website on the mobile Internet, the more favourable nodes he or she has, and thus the brand
equity of the company will increase. This is supported by Lassar, Mittal, and Sharma (1995)
who studied how to measure customer-based brand equity. They say customer-based brand
equity can be measured by measuring the performance, social image, value, trustworthiness
and attachment of a brand. Usability can increase performance, social image and
trustworthiness, thus brand equity.
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2.1.2 Usability
In spite of the increasing importance of mobile marketing and its efforts, a research of the
influence of mobile marketing on brand equity has been lacking. There is yet no research
done about measuring the usability of an adjusted Internet website for mobile Internet users,
although there has already been developed a method for measuring the usability of a normal
Internet website. Therefore we want to measure the usability of a mobile website using the
method for measuring the usability of a normal Internet website.
For measuring the usability of a normal Internet website we measure four different variables:
navigation, response time, credibility and content (Palmer, 2002). These four variables
combined reflect the usability of a website. Brackel (2008) determines, because of the limited
screen size of a cellular phone, mobile Internet websites should not include credibility
content, but instead should focus more on lay-out.
If a mobile Internet website has a better usability, it should increase the brand equity of a
company. Because the mobile Internet site is easy to use, consumers will use these websites
more often. Consequently if the site is visited more often it will improve its brand knowledge,
thus brand equity (Keller, 1993; Palmer, 2002).
2.1.3 Mobile marketing
According to Leppäniemi and Karjaluoto (2007) there are four mobile marketing
communications tools: Advertising, Promotions, Direct Marketing and CRM. Advertising can
be divided into WEB, Broadcast, Narrowcast, Physical browsing and Other. In this paper we
will focus ourselves only on WEB as the mobile marketing communication tool.
Chae and Kim (2003) studied the business implications of the mobile Internet from the user’s
perspective. They describe the characteristics of the mobile Internet can be understood from
three different perspectives: user, environment and system. First, from the user’s perspective,
it is rare to share mobile Internet phones, because they are usually more personal and
individual than stationary Internet devices. Therefore, the mobile device always carries its
user identity. Second, from the environmental perspective, mobile Internet systems are
portable and always available. Stationary Internet systems are the opposite; they are not
usually movable and require long pre-processes, such as booting up etcetera. Third, from the
system’s perspective, mobile Internet systems have a lower level of available resources
compared to those provided by the stationary Internet. While mobile Internet devices are very
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portable and handy, they have smaller screens, less convenient input/output facilities, and
lower multimedia processing capabilities than do desktop computers, for example.
Many studies show mobile Internet is always available anywhere at anytime (Lamming,
Eldridge, Flynn, Jones, & Pendlebury, 2000; Jaquith, 2008; Chae & Kim, 2003). There are
however some limitations to mobile Internet (Chae & Kim, 2003; Brackel, 2008). Before we
determine the limitations of mobile Internet websites we first have to study what the
consumer expectations, the technical possibilities and the marketing possibilities are of
normal Internet websites.
Palmer (2002) studied what the consumer expectations are for a normal Internet website. He
concluded that the consumer’s expectations of a website are determined by download delay,
navigation/organization, interactivity, responsiveness and information/content. Consequently
these variables determine the website success. I.e. From a substantive point of view, site
design, usability, and media richness appear to be closely associated with site success.
Schlosser, White, and Lloyd (2006) studied how website visitors could be converted into
buyers. They concluded that whenever consumers believe a website is more trustworthy their
online purchase intention would be more likely. They claim that investments are necessary,
but only when risks are high. Song and Zinkhan (2008) showed that interactivity on a website
is also very important for online purchases. They also find that speed is of a substantial factor
for website visitors. Another study proves the existence and influence of website social ness
perceptions. They showed whenever a website was social interactive the online purchase
intention would increase (Wang, Baker, Wagner, & Wakefield, 2007).
Other studies show the importance of Customer Relationship Management in online
Retailing. There are infinite technological and marketing possibilities online, but there has to
be sought for a good balance between those two. Research shows that moderate online
experience are better able to leverage CRM into superior customer satisfaction outcomes than
firms with either low or high online experience (Srinivasan & Moorman, 2005).
We believe that a mobile Internet website is, although its technical limitations, an addition to
the normal Internet website. In this paper we will test this by various hypotheses.
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2.2 Hypotheses
Palmer (2002) wrote in his study the way to measure the usability of a normal website is by
measuring four variables: Navigation, Response Time, Credibility and Content. If these
variables are perceived good, the usability of the website increases. Brackel (2008) however
determinant it is not possible for mobile Internet websites to focus on Credibility and argues a
larger focus on Lay-out.
The central subject of this paper is a normal Internet website versus an adjusted Internet
website for mobile Internet users. We believe there is a substantial difference between these
two variants in the usability of a website. The independent variable therefore is whether it is a
normal Internet website or an adjusted Internet website.
2.2.1 Navigation
Navigation is the placement of the navigational tools on a website, such as buttons and bars.
The navigation of a website is important for the users of the website. Having a good
navigation allows users to find their information faster and easier (Palmer, 2003; Brackel,
2008). If the navigation of a website is adjusted for mobile Internet users, everything will fit
on the limited screen of the cellular phone (Chae & Kim, 2003). This will increase the
navigation of the website with the advantages mention above, namely it will allow users to
find their information faster and easier. We therefore hypothesize a positive influence of
navigation on usability.
H1: An adjusted Internet website for mobile phone users has a better navigation than
a normal Internet website when it is visited by a cellular phone. Thus, the usability
will increase.
2.2.2 Response Time
When visiting a website you download information and eventually this information will be
displayed on the device’s screen (Gralla, Ishida, Reimer, & Adams, 2006). An adjusted
Internet website for mobile Internet users has a lot of elements that take away most of the
download time. An adjusted Internet website has fewer pictures or other multimedia and the
pictures and other multimedia that the website do have are adjusted for mobile devices. This
means those pictures and other multimedia have an optimised resolution for mobile devices
which takes away a lot of bytes, thus download time (Brackel, 2008). We believe that the
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users of mobile Internet will say that the download time of an adjusted Internet website is less
bothersome than the download time of a normal Internet website when it is visited by a
cellular phone. We therefore hypothesize a positive influence of response time on usability.
H2: An adjusted Internet website for mobile phone users requires less download time
than a normal Internet website does when it is visited by a cellular phone. Thus, the
usability will increase.
2.2.3 Content
The Internet is designed to gather information, like news, weather, sports, traffic etcetera
(Brackel, 2008). There are already a lot of websites that provide this information, so these are
value adding. However if a website is full of text, it is difficult for a user to read it on a
limited sized screen, such as you can find on cellular phones. Therefore adjusted Internet
websites for mobile phones are restricted with their content and only provides brief
information that is relevant and up-to-date for its users. We believe that if a website is
adjusted for mobile Internet users only provides the information that the user requires. If this
data is up to date and as brief as possible, the usability will increase. We therefore
hypothesize a positive influence of content on usability.
H3: An adjusted Internet website for mobile phone users has more relevant content for
the user than a normal Internet website does when it is visited by a cellular phone.
Thus, the usability will increase.
2.2.4 Lay-out
The lay-out of a mobile Internet website is different from the lay out of a normal Internet
website. Everything is adjusted to fit on a screen of a cellular phone. Brackel (2008)
determines that an adjusted Internet website has a good lay-out if it is well readable and long
sentences are avoided. We believe that an adjusted Internet website for mobile Internet users
increases the usability. We therefore hypothesize a positive influence of lay-out on usability.
H4: An adjusted Internet website for mobile phone users has a better lay-out for the
user than a normal Internet website does when it is visited by a cellular phone. Thus,
the usability will increase.
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2.2.5 Moderators
Brackel (2008) determent the use of mobile Internet has increased because of several reasons.
The most important reason was the rise of more advanced cellular phones, which are capable
of faster loading times and bigger screens. We therefore hypothesize the type of cellular
phone has a moderating effect on a website’s usability.
H5. The type of cellular phone has a moderating effect on a website’s usability.
2.2.6 Theoretical model
3. Research Design
3.1 Methodology
To determine if the use of mobile Internet marketing has an influence on the brand equity of
an organisation we made five hypotheses. To test these hypotheses we do field research. We
have chosen to do a field experiment with the various options there are to visit an Internet
website through a cellular phone. Thus, we will test both the normal Internet websites
(unadjusted) and the adjusted Internet websites for mobile phones through two kinds of
devices. The difference between these two devices is that one is running Internet Explorer
(one of the latest technology devices) and the other is running WAP browser. We will use the
HTC Touch PRO as the modern cellular phone and the Nokia 6020 as the classic cellular
phone (Brackel, 2008).
Type of website
Usability
Brand Equity
Type of
cellular phone (H5)
Navigation (H1)
Response Time (H2)
Content (H3)
Lay-out (H4)
The grey area (influence of
Usability on Brand Equity)
has already been proven by
Keller (1993), Lassar et al
(1995) and Resnick (2001).
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We have chosen to take a stratified random sample of the Dutch population. We have chosen
to experiment with students, because of vary of reasons. First, this group is more aware of the
latest technology and therefore more interesting. Secondly, among this group almost
everybody already uses a cellular phone, because it is practically indispensable in the current
society. Third, we want to test a model with this research and doing a survey under youngsters
is sufficient to determine whether this model is valid or not. By doing an experiment we do
not want to conclude anything about the total population. Last, this target group is more
interesting from business perspective, because mobile marketing is specifically targeted at this
group. (Brackel, 2008).
The experiment will be to determine the usability of mobile Internet websites. We did not
have the time to make a 0-measurement. The research had to be done within five months and
we think this time is too short to have a difference in results.
The respondent will be asked to do an assignment on the website and will thereby have to fill
in some questions. The following experiments will be tested:
The respondent will get a classic cellular phone and has to do an assignment on a normal
Internet website.
The respondent will get a classic cellular phone and has to do an assignment on an
adjusted Internet website for mobile Internet users.
The respondent will get a modern cellular phone and has to do an assignment on a normal
Internet website.
The respondent will get a modern cellular phone and has to do an assignment on an
adjusted Internet website for mobile Internet users.
Every respondent will only get one cellular phone and therefore will only do one experiment.
This is, so we eliminate the influence of technology on our data and so we can measure the
moderating influence of technology on the usability of a website. During the experiment we
will ask the respondents several questions about the navigation, response time, content and
lay-out of the website he is currently viewing (see appendix A). The respondent has to rate
these questions on a 5-point likert scale, whereby only the first and the last-point have a value.
This is done so we can calculate averages with the results.
We will test our hypotheses with one website (NS.nl), which has both a normal website and
an adjusted website for mobile Internet users. Both of these variants are available to display
on a cellular phone. On this website we can ask the respondent to search for a specific detail,
so we can measure the usability. Also the speed of the perceived information retrieval will be
measured.
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3.2 Reliability and validity
In total we will experiment with approximately 100 respondents. According to MacCallum,
Widaman, Zhang, and Hong (1999) 100 respondents will give data which is valid to do
statistics calculation with. Normally this is to make conclusions about the whole population
when having a sample. In this case we will do an experiment, so we do not conclude anything
about the total population, but we are testing a model. However, we have chosen to have 100
respondents, to get a closer insight and to have a valid experiment.
The target group of respondents will be students in ‘s-Hertogenbosch and districts. We
believe the trend towards mobile Internet usage is specifically interesting under youngsters.
Therefore we aim to get respondents out of this target group. Consequently tests will be taken
in schools, associations and at home with friends.
3.3 Operationalization
Construct Measures Method Sources
Hypothesis 1:
Navigation
Arrangement
Structure
Links
5-point likert scale
Independent Sample
T-test
Actual time
Brackel, 2008
Palmer, 2002
Hypothesis 2:
Response Time
Speed 5-point likert scale
Independent Sample
T-test
Actual time
Brackel, 2008
Palmer, 2002
Hypothesis 3:
Content
Amount of Information
Variety of Information
Word count
Content quality
Relevance
Actual
5-point likert scale
Independent Sample
T-test
Brackel, 2008
Palmer, 2002
Hypothesis 4:
Lay-out
Readability
Suitable
Length of sentences
Proper
5-point likert scale
Independent Sample
T-test
Brackel, 2008
Palmer, 2002
Hypothesis 5:
Type of cellular phone
Wap version
IE version
Instrument Brackel, 2008
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4. Results During our research we have received much assistance from our fellow students and our
friends. Therefore our non response was very low and our research went well. We have done
our experiments on all weekdays between 13.00 and 15.00. In total we have received 100
respondents and approximately 4 non-responses. The respondents are between the age of 17
and 26. 54% of our respondents are male. 79% of our respondents are already familiar with
mobile Internet. The NS website is quite popular, because already 92.2% of our respondents
are already familiar with this website. However, this does not conclude they are already aware
of the two formats, but only NS.nl in general. On a scale from 1 to 5 whether the respondents
thought mobile Internet had a future the average score was 3.98.
Each respondent received either the classic cellular phone or the modern cellular phone with
either the normal Internet website or the adjusted Internet website for mobile usage. The
respondent had to search for the departure times of the train from Den Bosch to Eindhoven.
The time this experiment took was measured by a stopwatch. Next the respondent was
questioned about the five hypothesis and the answers were filled in by the interviewer.
When using this method the control of preventing direct influences is very high. This is,
because each respondent only gets one case and is thereby not influenced by the other cases.
We can control this, because there are several groups, independent from each other.
With our collected data we have done Independent Sample T-tests. With these tests we can
indicate the differences in averages between the sample categories. To see whether a relation
is significant we first have to determine if the variances are assumed equal or unequal. We
therefore use the Levene’s Test for Equality of Variances. If this test is significant it means
the variances are assumed unequal, else they are equal. We look at the significance (2-tailed)
to determine whether the relationship is significant.
We test our hypotheses with a reliability of 95%. This means α = 0.05, so we reject H0 if the
significance level is < 0.05 and consequently there is a relationship.
The moderating impact is measured for every component of usability separately. We have
measured this by doing the Independent Sample T-test as well for each type of Internet
website.
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4.1 Navigation
H1: An adjusted Internet website for mobile phone users has a better navigation than a
normal Internet website when it is visited by a cellular phone. Thus, the usability will
increase.
The results of the navigation are illustrated in Appendix B. We have made Independent
Sample T-tests in SPSS. We found that the adjusted website is significantly better in
arrangement, structure and information than a normal website when showed on a cellular
phone.
When we look at the difference in navigation between the two types of cellular phones, we
see that there is a significantly difference between a modern phone and classic phone on
finding the way back on an adjusted mobile Internet website. The respondents that viewed the
normal website founded that the website had a better structure on a modern phone than on a
classic phone.
4.2 Response time
H2: An adjusted Internet website for mobile phone users requires less download time than a
normal Internet website does when it is visited by a cellular phone. Thus, the usability will
increase.
In Appendix C you can see the results of the Independent Sample T-tests in SPSS. We have
tested the actual response time, the perceived response time and the expected response time.
We have tested these variables with what kind of cellular phone and which kind of website.
The differences between the two variants of websites on the response time, perceived
response time and expected response time are all significant. The normal website takes
33.35% longer to load than the adjusted website. The respondents rated the perceived
response time of the adjusted website better than the perceived response time of the normal
website. Also the respondents found the adjusted website faster than expected.
The differences between the two types of cellular phones on the actual response time,
perceived response time and expected response time are also all significant. The respondents
found the modern phone faster than the classic phone.
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4.3 Content
H3: An adjusted Internet website for mobile phone users has more relevant content for the
user than a normal Internet website does when it is visited by a cellular phone. Thus, the
usability will increase.
In order to determine the differences between the types of websites and the types of cellular
phones on content we used an Independent Sample T-test. The results of these tests are in
Appendix D.
The adjusted website is significantly better than an adjusted website in delivering content.
However, this does not mean the website is more actual. The type of phone does not
significantly influence the content.
4.4 Lay-out
H4: An adjusted Internet website for mobile phone users has a better lay-out for the user than
a normal Internet website does when it is visited by a cellular phone. Thus, the usability will
increase.
In appendix E you can find the results of the Independent Sample T-tests in determining the
differences in lay-out between the type of websites and the type of cellular phones.
Our respondents have a significantly distinct preference for an adjusted website, because it
fits better on the screen, the page is clearer and the lay-out is more pleasant to view.
Furthermore, the lay-out of a normal website is significantly reviewed better on a modern
phone than on a classic phone by our respondents. Also the lay-out of an adjusted website is
significantly reviewed better on a modern phone than on a classic phone by our respondents,
except for the item ‘fit in screen’.
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5. Conclusion
The adjusted website is significantly better on all four criteria we used to determine the
usability of a website. Thus, the Navigation, Response Time, Content and Lay-out are better
on an adjusted website for mobile Internet users than on a normal website for mobile Internet
users. Also the type of cellular phone moderates the Navigation, Response Time and Lay-out
of an Internet website for mobile users. The content is not moderated, which sounds logic,
because the content can not be changed by a cellular phone. However, the rest can be and are,
so we therefore can conclude that the type of cellular phone is a moderator for Navigation,
Response Time and Lay-out.
Consequently we can conclude the use of mobile Internet marketing has a positive influence
on the Brand Equity of an organisation. We can conclude this, because Keller (1993), Lassar
et al (1995) and Resnick (2001) already determined that the brand equity of an organisation is
influenced by usability. Palmer (2002) and Brackel (2008) determined the usability of a
website can be measured by Navigation, Response Time, Content and Lay-out. In our
researched we limited mobile Internet marketing to the component ‘WEB’.
All four criteria’s have been proven positively influenced by an adjusted website for mobile
Internet users. Thus, all our hypotheses are accepted and therefore we can conclude the use of
mobile Internet marketing positively influences the brand equity of an organisation.
6. Discussion
We have researched the influence of WEB as part of mobile Internet marketing on usability as
part of Brand Equity. Mobile Internet marketing, however, can be divided into advertising,
promotions, direct marketing and CRM. Brand equity can be divided into brand knowledge,
brand awareness and brand image. We have done our research among youngsters between the
age of 17 and 26.
We have chosen to only research WEB (part of advertising; tool of mobile Internet
marketing), because time and technology was of the essence. We did not have the time to
research all components and we did not have the technology available to test the other
components. Furthermore, brand equity could best be measured for this research by usability,
but there are also other ways to measure this. Our target group were youngsters for this
research, because we only wanted to test our model. Also, this target group is most interesting
for this research, because of several aspects. First, this target group is more familiar with the
The Influence of Mobile Marketing on Brand Equity
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latest technology. Second, this target group often use a cellular phone. Third, we only wanted
to test our model and did not want to conclude anything about the total population. Last, this
group is often used for mobile Internet marketing campaigns.
This research proves our model valid. Thus, the usability is influenced by web and therefore
we can conclude the use of mobile Internet marketing influences the brand equity. However,
there is a possibility that other components of mobile Internet marketing do not influence the
brand equity of an organisation. Further research for this is needed.
Further research has to be done for the other components of mobile Internet marketing and
also for the other measurement methods for brand equity. Further research is needed among
other target groups as well, to test if this model is valid for the whole population.
7. Recommendations
This research shows that the brand equity of a company is influenced by the use of mobile
Internet marketing, specifically ‘adjusted websites for mobile Internet users’. We concluded
the usability of an adjusted website is significantly better than a normal website and therefore
has a positive influence on the brand equity. Song and Zinkhan (2008) already proved speed
is of a substantial factor for website visitors and according to our research adjusted websites
for mobile Internet users are faster and therefore better for visitors. Consequently we
recommend companies to adjust their websites for mobile Internet users. This will enhance
the usability and thereby enhance their brand equity. Also according to our respondents
mobile Internet marketing has a good future and therefore the investments that need to be
made are worth it. We also expect the demand for adjusted websites will grow in the future
and Brackel (2008) supports this.
The Influence of Mobile Marketing on Brand Equity
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The Influence of Mobile Marketing on Brand Equity
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Appendixes
Appendix A Survey
Enquete “The Influence of Mobile Marketing on Brand Equity”
Goedemorgen/middag/avond, meneer/mevrouw. Zou ik enkele minuten van uw tijd mogen
om u wat vragen te stellen?
Ik ben ….,. Op het moment ben ik bezig met een onderzoek met betrekking tot de
gebruiksvriendelijkheid van mobiel Internet gebruik. Deze enquête kost slechts 5 minuten van
uw tijd.
Bij voorbaat dank.
De vragen dienen volledig ingevuld te worden door de enquêteer.
Markeer slechts één antwoord bij elke vraag, tenzij anders vermeld.
Controleer de antwoorden die je invult bij de respondent.
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Invullen door de enquêteer: Website variant: o NS.nl (mobiel) o NS.nl (normaal)
Type telefoon o Modern o Klassiek
Geef de mobiele telefoon aan de respondent en vraag hem een reis te plannen van Den Bosch
naar Eindhoven. Start de stopwatch zodra de respondent begonnen is.
Tijd: ….. seconden
Vragen
Leeftijd: ….. jaar
Geslacht: M / V
Reeds bekend met mobiel Internet: JA / NEE
Reeds bekend met deze website: JA / NEE
Gebruikerstype: NOOIT / 1 x per maand / 1 x per week / dagelijks
1 = zeer oneens 5 = zeer eens
Laadtijd
De laadtijd was snel. 1 2 3 4 5
De laadtijd was de laadtijd die ik wil. 1 2 3 4 5
Navigatie
De website is logisch opgebouwd 1 2 3 4 5
Ik kan gemakkelijk de weg terug
vinden, zodra ik fout zit
1 2 3 4 5
De informatie die ik nodig heb is
moeilijk te vinden
1 2 3 4 5
Ik ervaar de navigatie zeer prettig 1 2 3 4 5
De navigatie is voor mij van belang
als ik surf
1 2 3 4 5
Content
De site geeft de informatie die ik
nodig heb
1 2 3 4 5
De informatie op de website is
actueel
1 2 3 4 5
Ik acht de content zeer belangrijk
wanneer ik surf
1 2 3 4 5
Lay-out
De pagina past goed in het scherm 1 2 3 4 5
De pagina is niet duidelijk 1 2 3 4 5
De lay-out maakt de website
aangenaam om hem te bezoeken
1 2 3 4 5
De plaatjes pasten goed naast de
tekst
1 2 3 4 5
De website is goed leesbaar 1 2 3 4 5
Gebruiksvriendelijkheid
Ik ga vaker mobiel surfen komende
maand
1 2 3 4 5
Ik ga vaker mobiele websites
bezoeken komend jaar
1 2 3 4 5
Ik zie er geen toekomst in 1 2 3 4 5
Bedankt voor uw medewerking
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Appendix B Navigation
Type of website Group Statistics
Website N Mean Std. Deviation Std. Error
Mean
mobiel 50 4,56 ,501 ,071 Website logisch opgebouwd normaal 50 3,02 1,020 ,144
mobiel 50 4,10 ,789 ,112 Gemakkelijk weg terug te vinden normaal
50 2,66 1,022 ,145
mobiel 50 4,50 ,505 ,071 Informatie gemakkelijk te vinden normaal 50 2,40 1,069 ,151
mobiel 50 4,58 ,499 ,071 Ervaring navigatie prettig
normaal 50 2,44 ,972 ,137
mobiel 50 3,94 ,818 ,116 Navigatie is belangrijk
normaal 50 4,00 ,782 ,111
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Independent Samples Test
Levene's Test for
Equality of Variances t-test for Equality of Means
F Sig. t df Sig. (2-tailed) Mean
Difference Std. Error Difference
95% Confidence Interval of the Difference
Lower Upper Lower Upper Lower Upper Lower Upper Lower
Website logisch opgebouwd
Equal variances assumed 10,436 ,002 9,581 98 ,000 1,540 ,161 1,221 1,859
Equal variances not assumed 9,581 71,376 ,000 1,540 ,161 1,220 1,860
Gemakkelijk weg terug te vinden
Equal variances assumed 3,914 ,051 7,885 98 ,000 1,440 ,183 1,078 1,802
Equal variances not assumed 7,885 92,080 ,000 1,440 ,183 1,077 1,803
Informatie gemakkelijk te vinden
Equal variances assumed 38,190 ,000 12,559 98 ,000 2,100 ,167 1,768 2,432
Equal variances not assumed 12,559 69,837 ,000 2,100 ,167 1,766 2,434
Ervaring navigatie prettig Equal variances assumed 25,243 ,000 13,849 98 ,000 2,140 ,155 1,833 2,447
Equal variances not assumed 13,849 73,103 ,000 2,140 ,155 1,832 2,448
Navigatie is belangrijk Equal variances assumed ,659 ,419 -,375 98 ,709 -,060 ,160 -,378 ,258
Equal variances not assumed -,375 97,803 ,709 -,060 ,160 -,378 ,258
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Type of cellular phone – Mobile website Group Statistics
Telefoon N Mean Std. Deviation Std. Error
Mean
modern 25 4,64 ,490 ,098 Website logisch opgebouwd klassiek 25 4,48 ,510 ,102
modern 25 4,36 ,700 ,140 Gemakkelijk weg terug te vinden klassiek
25 3,84 ,800 ,160
modern 25 4,52 ,510 ,102 Informatie gemakkelijk te vinden klassiek 25 4,48 ,510 ,102
modern 25 4,48 ,510 ,102 Ervaring navigatie prettig
klassiek 25 4,68 ,476 ,095
modern 25 4,20 ,816 ,163 Navigatie is belangrijk
klassiek 25 3,68 ,748 ,150
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The Influence of Mobile Marketing on Brand Equity
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Type of cellular phone – Normal website
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The Influence of Mobile Marketing on Brand Equity
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Appendix C Response time
Type of website Group Statistics
Website N Mean Std. Deviation Std. Error
Mean
mobiel 50 79,10 31,457 4,449 Laadtijd in seconden
normaal 50 105,48 28,284 4,000
mobiel 50 4,00 ,728 ,103 Laadtijd snel
normaal 50 3,22 1,329 ,188
mobiel 50 4,14 ,700 ,099 Laadtijd was zoals verwacht normaal 50 2,82 1,304 ,184
The Influence of Mobile Marketing on Brand Equity
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Independent Samples Test
Levene's Test for
Equality of Variances t-test for Equality of Means
F Sig. t df Sig. (2-tailed) Mean
Difference Std. Error Difference
95% Confidence Interval of the Difference
Lower Upper Lower Upper Lower Upper Lower Upper Lower
Laadtijd in seconden Equal variances assumed 4,727 ,032 -4,409 98 ,000 -26,380 5,983 -38,252 -14,508
Equal variances not assumed -4,409 96,913 ,000 -26,380 5,983 -38,254 -14,506
Laadtijd snel Equal variances assumed 22,597 ,000 3,639 98 ,000 ,780 ,214 ,355 1,205
Equal variances not assumed 3,639 75,995 ,000 ,780 ,214 ,353 1,207
Laadtijd was zoals verwacht
Equal variances assumed 20,478 ,000 6,305 98 ,000 1,320 ,209 ,905 1,735
Equal variances not assumed 6,305 75,068 ,000 1,320 ,209 ,903 1,737
The Influence of Mobile Marketing on Brand Equity
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Type of Cellular phone – Mobile website
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Type of Cellular phone – Normal website
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Appendix D Content
Type of website Group Statistics
Website N Mean Std. Deviation Std. Error
Mean
mobiel 50 4,54 ,503 ,071 Site geeft goede informatie normaal 50 2,60 1,400 ,198
mobiel 50 4,52 ,505 ,071 De informatie is actueel
normaal 50 4,40 ,495 ,070
mobiel 50 4,56 ,501 ,071 Content is belangrijk
normaal 50 4,42 ,499 ,071
Independent Samples Test
Levene's Test for
Equality of Variances t-test for Equality of Means
F Sig. t df Sig. (2-tailed) Mean
Difference Std. Error Difference
95% Confidence Interval of the Difference
Lower Upper Lower Upper Lower Upper Lower Upper Lower
Site geeft goede informatie
Equal variances assumed 57,221 ,000 9,222 98 ,000 1,940 ,210 1,523 2,357
Equal variances not assumed 9,222 61,470 ,000 1,940 ,210 1,519 2,361
De informatie is actueel Equal variances assumed 1,806 ,182 1,200 98 ,233 ,120 ,100 -,078 ,318
Equal variances not assumed 1,200 97,962 ,233 ,120 ,100 -,078 ,318
Content is belangrijk Equal variances assumed ,157 ,693 1,400 98 ,165 ,140 ,100 -,058 ,338
Equal variances not assumed 1,400 97,997 ,165 ,140 ,100 -,058 ,338
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Type of cellular phone – Mobile website
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Type of cellular phone – Normal website
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Appendix E Lay-out
Type of website Group Statistics
Website N Mean Std. Deviation Std. Error
Mean
mobiel 50 4,36 ,631 ,089 Pagina past goed in scherm normaal 50 2,66 1,206 ,170
mobiel 50 4,26 ,694 ,098 Pagina is duidelijk
normaal 50 2,82 1,044 ,148
mobiel 50 4,24 ,716 ,101 Lay-out is aangenaam
normaal 50 2,82 1,289 ,182
mobiel 50 3,98 1,020 ,144 Plaatjes passen goed naast tekst normaal 50 2,48 1,249 ,177
mobiel 50 4,22 ,790 ,112 Website is goed leesbaar
normaal 50 2,84 1,076 ,152
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Independent Samples Test
Levene's Test for
Equality of Variances t-test for Equality of Means
F Sig. t df Sig. (2-tailed) Mean
Difference Std. Error Difference
95% Confidence Interval of the Difference
Lower Upper Lower Upper Lower Upper Lower Upper Lower
Pagina past goed in scherm
Equal variances assumed 17,785 ,000 8,833 98 ,000 1,700 ,192 1,318 2,082
Equal variances not assumed 8,833 73,983 ,000 1,700 ,192 1,317 2,083
Pagina is duidelijk Equal variances assumed 10,803 ,001 8,123 98 ,000 1,440 ,177 1,088 1,792
Equal variances not assumed 8,123 85,264 ,000 1,440 ,177 1,088 1,792
Lay-out is aangenaam Equal variances assumed 17,589 ,000 6,811 98 ,000 1,420 ,208 1,006 1,834
Equal variances not assumed 6,811 76,619 ,000 1,420 ,208 1,005 1,835
Plaatjes passen goed naast tekst
Equal variances assumed 2,827 ,096 6,576 98 ,000 1,500 ,228 1,047 1,953
Equal variances not assumed 6,576 94,228 ,000 1,500 ,228 1,047 1,953
Website is goed leesbaar Equal variances assumed 2,191 ,142 7,311 98 ,000 1,380 ,189 1,005 1,755
Equal variances not assumed 7,311 89,937 ,000 1,380 ,189 1,005 1,755
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Type of cellular phone – Mobile website
The Influence of Mobile Marketing on Brand Equity
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The Influence of Mobile Marketing on Brand Equity
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Type of cellular phone – Normal website
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